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What is thought leadership marketing?

1.
WHAT IS THOUGHT
LEADERSHIP MARKETING?
1

2.
2
THE WORLD HAS NEVER
BEEN THIS COMPLEX
THE WORLD HAS ALSO NEVER BEEN
GETTING MORE COMPLEX AT A FASTER
RATE
201019821955
Organisational
Complicatedness
(organisational process)
35x increase
Corporate
Complexity
(performance
requirements)
6x increase
Source: Boston Consulting Group
BCGorganisational
complexityindex

3.
3
IN THE FACE OF
COMPLEXITY WE SEEK
WHAT WE KNOW
PEOPLE WANT TO TRUST
PEOPLE, NOT BRANDS

5.
5
IN TODAY’S BUSINESS ENVIRONMENT:
EXPERT AWARENESS
BEATS
BRAND AWARENESS
EVERY TIME

6.
6
THOUGHT LEADERSHIP IS
ABOUT BEING
REMEMBERED AS THE GO-
TO EXPERT
IT’S FRONT OF MIND
AWARENESS OF YOU AS
THE EXPERT OF CHOICE

7.
7
SO WHEN YOUR
POTENTIAL CUSTOMERS
HAVE THEIR
“HEAD IN HANDS”
MOMENT

8.
8
THERE’S ONLY ONE
PERSON WHO’S FRONT OF
MIND WITH A SOLUTION
TO THEIR PROBLEM

9.
9
BUT
IF YOU WANT TO BE
REMEMBERED AS AN
EXPERT IN TWO THINGS,
YOU’LL BE REMEMBERED
AS AN EXPERT IN NO
THINGS

10.
10
YOU ONLY GET ONE HEAD
IN HANDS MOMENT.
WHAT PROBLEM ARE YOU
THE SOLUTION FOR?

11.
Four simple guidelines for
effective thought leadership
marketing
11
• Stay front of mind – you’re need to be
popping up frequently as relevant
challenges/opportunities emerge
• Stay relevant – people will look to you
for insight and interpretation of latest
trends
• Build trust – It has to feel like a personal
relationship. But be transparent about
the commercial agenda (but just deliver
them value ﬁrst).
• Clearly position expertise – make sure
your USP is reinforced on a regular basis